Content Strategy: The Importance of Content Strategy in Marketing

Matt Goolding from Zest Digital looks at the importance of a wider strategy in undertaking content marketing. A comprehensive content strategy is essential, and this presentation outlines how to
…

Matt Goolding from Zest Digital looks at the importance of a wider strategy in undertaking content marketing. A comprehensive content strategy is essential, and this presentation outlines how to develop and utilise the bigger picture in order to see the most positive effects.

Transcript

1.
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2.
CONTENT MARKETING & CONTENT STRATEGY:
According to Lauren Pope‟s “Why Content Marketing Needs Content
Strategy” at 2013‟s Content Marketing Show…
“Content strategy is about the „how‟, the user, the
big picture, the governance, and the planning.”
“Content marketing is about the „what‟, the
business, the tactics, and the individual
campaigns.”
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3.
DEVELOPING A CONTENT STRATEGY:
According to Lauren Pope, you need to look at:
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Purpose – Why create a piece of content?
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Principles – What commandments do you follow when creating it?
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Platforms – What tools / distribution do you use?
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Processes – The recipe you follow to create a great piece.
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People – Who creates it? Are they talented in creating a certain type of
content?
•
Performance – Measure the benchmarks for success.
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9.
PERSONAS
Segment your audience into
different individuals…
Meet Barry…
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•
•
•
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He is 52.
He loves cycling.
His kids are at University.
He has expendable income.
He has a full head of hair.

10.
CONTEXT!
You need to consider the context
of your content:
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When will your content be read?
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Where will your content be read?
•
How will your content be read?
You can find much of this information
on Google Analytics if you look hard
enough.
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